In an era where diversity and inclusion are at the forefront of business strategies, there remains a significant, yet often overlooked, demographic that holds a substantial economic influence—the Disability Market. With a staggering buying power exceeding $2 trillion, this market encompasses not only individuals with disabilities but also includes seniors, presenting an invaluable opportunity for businesses ready to embrace accessibility. Angela Fowler, the visionary CEO of Real Life Access, is at the helm of pioneering change in this arena through her advocacy for user experience (UX)-guided design to enhance accessibility. Through her expertise and personal insights, she sheds light on why businesses have yet to fully recognize this demographic’s potential and offers guidance on how they can effectively engage with it.
The persistent oversight of the Disability Market by many businesses can be attributed to a narrow perspective shaped by personal experiences. Fowler illuminates this issue by stating, “People look at things through the lens of their own experience until and unless someone comes along and broadens that lens.” This insight underscores the blind spots that exist within corporate strategies when it comes to engaging with diverse demographics. The challenge lies not only in acknowledging these oversights but in taking deliberate steps to address them.
Fowler passionately argues that recognizing the Disability Market’s value extends beyond mere legal compliance—it is a strategic opportunity ripe for exploration. She points out that “The buying power of people with disabilities is much larger than most realize,” highlighting a critical misstep for companies that neglect this segment—essentially leaving money on the table.
Success stories from organizations like the U.S. Department of Veterans Affairs (VA) serve as beacon examples of what can be achieved when accessibility is prioritized. By incorporating user research and employing accessibility professionals who themselves have disabilities, the VA has made significant progress toward creating digital platforms that are inclusive to all users. This approach not only fosters inclusivity but also demonstrates how valuing accessibility expertise and user feedback can drive success.
In today’s digital-first marketplace, where online shopping and services predominate, ensuring digital accessibility becomes paramount. Fowler emphasizes its critical nature by pointing out that despite the vast buying power wielded by people with disabilities, a majority of websites remain inaccessible. She identifies common pitfalls such as inadequate labeling and poor keyboard navigation support as barriers preventing companies from tapping into this lucrative market.
Addressing these issues requires more than just adherence to disability laws such as the Americans with Disabilities Act (ADA). While such legislation provides a framework for accessibility, Fowler advises businesses to adopt accessibility as a core principle rather than merely aiming for legal compliance. Misinterpretations of disability law and fear mongering about litigation have unfortunately deterred productive dialogue around accessibility initiatives.
Looking forward poses both challenges and opportunities due to demographic shifts towards an aging population—an increase in potential customers with unique needs related to accessibility. Companies proactive in adapting their offerings to meet these needs will stand at an advantage in capturing part of this expanding market.
For Fowler, her commitment to advancing disability rights stems from personal experience—a lifetime lived navigating societal misunderstandings around disability—and fuels her mission with Real Life Access. Her goal is clear: empower businesses with knowledge and tools necessary for engaging effectively with the Disability Market.
Angela Fowler’s profound insights emphasize why embracing accessibility should be regarded not just as compliance or ethical obligation but as strategic business savvy. With over $2 trillion in purchasing power at stake within the Disability Market alone, companies willing to invest in accessible design principles stand poised for growth and success unparalleled by those slow to adapt.
By prioritizing expert advice, valuing user feedback, and committing genuinely to inclusion principles, businesses have an unprecedented opportunity before them—to craft inclusive environments where everyone has access to products and services essential for daily life. In doing so, they unlock doors not only towards greater profitability but towards fostering a society where diversity in ability is not just recognized but celebrated.
Learn More About Real Life Access Today!
Linked In: Angela Fowler
Published By: Aize Perez
